Jobvite Webcast: 7 Ways to Measure Social Recruiting ROI
1. with jessica lee { APCO Worldwide + Fistful of Talent }
7 ways to
measure
social
recruiting
ROI
2. • that’s me – cooking
who am i? why me? dinner & finalizing
these slides last night
(pork chops +
roasted brussels
sprouts, in case you
wondered)
• corporate recruiter in
the biz for ten years
• started using
facebook in march
2008, blogging in
april 2008, twitter in
june 2008
3. so why did i choose this topic to
cover with you today?
4. before we dive in though…
just so you know where
i’m coming from…
6. that being said…
• social media is not the be-all, end-all - it’s one
tool
• social media is not going to work for everyone
• it’s too early to really say that social media is
a/the magic bullet
7. but why
metrics, value!
you ask?
map out strategy
determine measurements
define success
establish goals
8. possible goals
• hire great people
• hire great people very quickly
• hire great people quickly while spending less
• have strong employment brand awareness
• provide great customer service to applicants
9. increased
recruiter
satisfaction/FUN
factor increased
job
applications
decreased from social
increased hires from
sources
applicant social sources
decreased
to hire time to fill
funnel increased website increased
traffic from social
sources
increased brand
thought
loyalty
leadership
increased
quality of increased increased
hire candidate decreased brand
quality cost per hire
awareness
11. the metrics – at a macro level
quantitative
1. eyeballs/traffic
2. comments/mentions
3.
4.
fans/friends/followers
costs qualitative
5. influence
6. engagement
7. IQ
19. why is influence an important metric?
where consumers turn to for buying recommendations
TRUST
30% blogger review
37% chat room/discussion board
49% online editor review
50% consumer opinion site review
52% consumer review – retail site
60% consumer reviews – content site
63% review by a known expert
69% information on the company’s website
75% review in a newspaper, magazine or on TV
83% opinion of a friend or acquaintance
20. the goal of influence?
turn small groups of
enthusiasts, users, customers
and consumers
into authors, producers,
scouts, testers, collaborators
and broadcasters
into community members,
advocates, ambassadors and
evangelists
21. track the level of influence your
broadcasting efforts have:
• how far is the information
getting?
– retweets, forwards, referrals
• how often does your content
get repurposed?
• does it support your
intended direction?
23. from eyeballs to
engagement
the engaged
intermittent contributors
the lurkers
24. engagement
• how engaged are
your visitors?
– how many people
join in on a
discussion
– ratio of positive
comments to
negative ones
– likes, re-tweets,
forwards
– length of time on
site
26. back to the
engagement:
qualitative
• what do your applicants think of the social media
experience you are providing?
• what do they think of your participation?
IQ:
• did connecting via a social media channel provide
candidates with added intel on the company?
• did researching the company via social media channels
better prepare candidates for your interview?
• do candidates who engaged via social media seem better
prepared than others?
• are candidates anecdotally mentioning learnings thorugh
social media?
32. It’s Harder Than Ever to Tell What Works
Data integrity hampers
cost and quality
effective sourcing
5 out of 6 candidates
incorrectly identified
source in a study of
60,000 applications
33. Jobvite Platform Focused On Recruiting
finding candidates
managing the process
knowing what works
34. Jobvite Hire Jobvite Source
applicant tracking and recruiting social sourcing and CRM
social recruiting + social recruiting +
employee referral employee referral
intuitive applicant tracking to intuitive CRM to engage +
manage the hiring process manage prospect pipeline
recruiting intelligence recruiting intelligence
37. Jobvite Recruiting Intelligence Provides
Insights to Drive Quality, Cost, Speed
• Personalized recruiting dashboard
• Source performance throughout the pipeline
• All candidate sources
• Social recruiting performance
new!
• Career site benchmarking
38. Quantitative
• Traffic by category
• Referring Sites by job
• Views
by location
• Forwards
• Applications by network
• Interviews by source
• Hires
41. Platform Increases Engagement
Throughout the Company
Employees
Senior
HR Executives
Management
Schedulers
Hiring is Hiring
everyone’s job. Managers
Approvers Interviewers
Recruiters
42. …Engaging Employees to Reach Their
Networks and Drive Referrals
If one recruiter has and 1000 employees have
500 contacts… 200 contacts each….
500
200,000
43. Increasing Referral Hires Reduces Cost of
Quality Hires
Sample Savings: More Referral Hires
Replace agency hires: Savings per hire:
6 x $7,000
Replace direct hires: Savings per hire:
15 x $4,000
Total savings on 21 hires: $100K
44. “ Encouraging the entire staff to recruit turns
everyone into brand ambassadors. As
employees spread the word in social networks
about our job opportunities, they create
positive buzz about the company.
Ed Scanlan
CEO, Total Attorneys
”